Nurkhalisha, Aisya Nada (2024) “GEN Z’S PERCEPTION OF GREEN MARKETING THAT SELLS: A CASE STUDY OF #SejauhManaKamuPeduli BY SEJAUH MATA MEMANDANG”. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

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Abstract

The increasing awareness of environmental problems has recently become
a concern that has caused many people to take action to use environmentally
friendly components. These actions include how companies use green marketing to
promote green products. Therefore, the term greenwashing has become more
common, raising questions and causing skepticism among consumers. This
research aims to examine how skeptical behavior emerges as a response to green
marketing that sells in the case of #SejauhManaKamuPeduli by Sejauh Mata
Memandang. This research uses the theory of Green Marketing by Hennion &
Kinnear, Greenwashing by Jay Westerveld, and Skepticism by Hurtt using
qualitative methods and case study Pattern Matching analysis methods, as well as
collecting data through interviews with three Gen Z informants.
This research shows that skeptical behavior by Gen Z towards green
marketing that sells green products begins when someone is exposed to green
marketing actions and they’re seeking information about the green product. When
information about the green products they are looking for does not meet their
expectations, skeptical behavior will emerges. Another finding, skeptical behavior
not only arises from the behavior of seeking information and questioning the
veracity of green products, but also appears in the form of the perception that
consumers of green products are people who are fear of missing out, chasing
exclusivity, and the perception that green products are mere commodities that are
often sold with product prices that are not worth the price. Apart from that, the
results of this research are also strengthened by the factors of informant trust, the
influence of social relations, exposure to social media, and personal experience.
Therefore, this research provides suggestions for companies carrying out green
marketing, especially Sejauh Mata Memandang, to be able to provide the
demanding transparency and understand the consumer expectations for sustainable
products.
Keywords: Green Marketing, Greenwashing, Skeptical Behavior, Gen Z,
Sejauh Mata Memandang.

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